Bluesense beacons2/28/2023 ![]() ![]() ![]() Beacon technology introduces this catered personalization to brick-and-mortar retail businesses. From cookies to targeted banner ads, there is no denying that most have come to at least accept, if not appreciate, the personalized online shopping experience, although many consumers were hesitant and uncomfortable at first. For years, e-commerce businesses have been able to strategically target specific consumers by using the power of big data they collected from the Internet. Pre-determined actions can range from coupons and offers to specialized in-app experiences, but the sky is the limit in terms of what this technology looks like and how it is applied.Īlthough the possibilities of application are broad, most beacon technology marketing efforts currently enable retailers to offer real-time in-store engagement and brand promotions, with accompanying analytics that prove return on investment. When a beacon detects a mobile device, the beacon sends location-aware signals to phone applications, which then act on the data delivered, often assisted by content management platforms. Enabling this capability is as easy as turning on Wi-Fi and, despite speculation, there is no concern of battery drainage. A beacon, which has a battery life of about two years, constantly emits BLE signals to phones with their Bluetooth capability turned on. Any number of beacons are placed throughout store aisles, depending on the size of the space and the desired precision of proximity measuring. Via these low-power signals received by phone applications, beacons enable catered and strategically targeted push notifications on just about any smartphone as it enters a pre-determined locations.īeacons usually look like palm-sized air fresheners, or adhesives stuck to walls, shelving units or products. While the beacons themselves do not send notifications to enabled smartphones, they send unique location identifiers to apps, which are programmed to respond differently based on the data received. With an overwhelming amount of messages on every platform, and more and more brands fighting for consumer attention, how can this technology be used to provide worthwhile experiences and help consumers navigate purchases? Based on both primary and secondary academic research, this study examined beacon-technology opportunities and introduced strategies that brand communicators can use to build trust with consumers and enable mutually beneficial utility. This research attempted to help marketers and advertisers understand how to make the most of the potential that beacon technology provides for real-time personal engagement. ![]() To overcome this challenge, advertisers and marketers should develop campaign strategies that create consumers’ awareness of and increase their engagement in beacon technology, which allows advertisers to reach consumers at the most pertinent time and in meaningful places, with a feature most relevant to them. Currently, consumers are required to download beacon applications and “opt in” to beacon services to take advantage of whatever experience is promoted. Marketers and communicators walk a fine line between maximizing brand utility and exploiting the invasive potential of this technology. Privacy regulations and mobile phone settings require consumers to subscribe to location-based services in advance so that consumers control push notifications and pop-ups, protecting themselves from being bombarded, especially with irrelevant or intrusive advertisements. While this innovative technology presents a number of opportunities for strategic communicators, it also presents a number of challenges-the greatest being consumer hesitation to embrace push services that location-based technology relies on. This capability to pinpoint a location may also provide insight into consumers’ action, such as shopping, attending a concert or eating lunch. IntroductionĬell phones and the emergence of technologies like beacons* present brand marketers with opportunities for location-based marketing, targeting messages based on where the consumer is located. Overall, this study found that if brands are wary of consumer hesitation and keep consumer benefits top of mind, strategic and creative location-based implementation has great potential to increase brand relevancy in the digital age. Through a quantitative research survey and a review of literature on existing applications and concerns, the author explored how marketers can make the most of beacon-based communication strategies. This research delves into the forward-thinking opportunities presented by location-based marketing technologies. To be at the forefront of innovations that push brands forward, marketers and advertisers strive to create seamless experiences amidst the ever-changing landscape of digital and mobile technologies. ![]()
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